Angry Birds and product packaging

I played "Angry Birds" on my iPod Touch. It is so far the most popular mobile game on iOS and Android platforms. And it is not limited to male players.

It is a touch-based game, using different birds as projectiles to crash pigs hiding in a structure or out in the open. It is rated for 4 years old and older (4+). After playing it for a while, it seems to me Angry Birds is an artillery and dive-bomber game packaged with cute cartoon-like graphics. The red bird is a typical projectile shot in a parabolic trajectory. The little blue bird resembles clustered warheads. The fat black bird penetrates building structures with delayed detonation. The bloated white bird is similar to a dive bomber or ground attack aircraft.

My point is not to call out those similarities or to upset anyone. It is a successful software product executed by a 12-member team from a company with 50 or so employees. If the product were delivered as an artillery and dive bomber game, it would have lost most of its female players, which is half of its current player base. More importantly, the viral marketing effect would dissipate with halved customer demographics. (The interview with the creator, Peter Vesterbacka. http://technmarketing.com/iphone/peter-vesterbacka-maker-of-angry-birds-talks-about-the-birds-apple-android-nokia-and-palmhp/)

I played another iPhone game, Metal Core. It is almost the same type of game as Angry Birds. I believe its sales number is far less than what Angry Birds has achieved. The bird-against-pig game is not about any brand new idea that no one has done before. It is all about packaging. It will not be surprising if copycats of Angry Birds show up on iPhone App Store, since the birds are not original either.

Second and third iPhone applications

My second and third iPhone/iPad applications are now on the App Store. They are Chinese calligraphy copybooks (字帖) using Chinese Surnames (百家姓) for model characters.
百家姓字帖-仿歐陽詢體
(http://itunes.apple.com/ph/app/chinese-surname-calligraphy/id427523658?mt=8) and
百家姓字帖-仿顏真卿體
(http://itunes.apple.com/ph/app/chinese-surname-calligraphy/id431207772?mt=8)

It was a fun project to work on. I reused the code from my first product and spent a little more time on the contents. It was a quick and easy job for this new product release. The aspect of "universal application", Apple's lingo for applications designed for both Apple iPhone and iPad, was what I was experimenting with. For an image-centric calligraphy model book, it seems to be a fit for a universal application. However, it is not that straightforward for other types of applications. For other product ideas that I have, it may make sense to put more user interface elements into the iPad branch. If I choose to go down that path, The "universal" application may become two applications that present different user experiences. I am not sure user experience bifurcation is a good idea. Maybe my thinking of putting more ingredients to a bigger screen is on a wrong track.

That aside, it was fun to design and create an application for two different types of devices. The visual impact from a bigger screen compared with that on a smaller screen is obvious. Supporting universal application may put more design constraints on a product. But I think it will be a basic requirement for many future applications from me.

Amazon Kindle experience

I bought a 6" Amazon Kindle device recently to save bookshelf space. But the user experience really fell short.

I have used the very first generation Kindle. At that time, I was evaluating the Kindle device for a work related project. I understood it was the first generation, and Amazon was not an OEM vendor. Even that its industrial design and build quality left much to be desired, I was willing to give the first generation Kindle full credit. It did what it was set out to do: to put an e-reader in front of the publishers and to persuade them to go digital. In the long run, Amazon can make a fat margin on digital contents by saving a lot on inventory, facility and distribution.

More than two years later after my first encounter with Kindle, Kindle made quite some changes to its appearance. With more and more books piling up on my bookshelves, I thought it is time for me to mingle with Kindle. I bought a couple of Kindle books and started reading. The experience was not satisfactory. It is maybe that the e-ink display took too long to refresh. It took too long to flip a page. It is fine to read a book sequentially for the first time. But after a while, I need to use those books as reference books and go back and forth among pages regularly. It is really annoying and counter productive to wait for page refresh in order to flip 3 to 5 pages.

My experience with Kindle may not be applicable to all Kindle users. Different types of books warrant different usage patterns. But I think it is time for Kindle to revamp. It was a good work to pave the digital way all the way here. Nevertheless, the gap in user experience is increasing. One misstep, the path will turn to iPad and put Amazon to a peripheral position in providing digital contents. Without a leading position, it will undercut the margin Amazon could have hoped for in promoting all those digital books and magazines.